NEWS 6 MCV 24/09/10
WWW.MCVUK.COM
UK merchandise push for Square
Publisher plans to sell character figures and more through retail Direct-to-consumer mail order site opens by Michael French
SQUARE ENIX has beefed up its merchandising offer in the UK – with designs on selling toys and figures through all major retailers.
The firm established an in- house toys and merchandise
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consumer mail order site at
square-enix-shop.com to drive awareness of the line-up. The range includes products based on Square Enix franchises – and key alliances with Sega, Capcom and Konami mean figures based on
These are high-end, limited edition and unique items that we want to sell into retail. They are not cheap figures. Akihiro Ichimura, Square Enix
offer five years ago, but only last year brought it to Europe, with a range of products rolling out in France.
Now the publisher wants to expand to the UK, with a range of items based on Final Fantasy, Dragon Quest and other key franchises. Square Enix has even opened an online direct-to-
the Bayonetta, Metal Gear Solid and Resident Evil franchises are also available. “These are high-end, limited edition and unique items,” Square Enix Europe’s
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merchandiser Akihiro Ichimura told MCV. “They are certainly not cheap figures.”
But “we want to sell into retail more,” he said. The
UBISOFT has revealed its blockbuster marketing plans for Just Dance 2 and Michael Jackson: The Experience. The publisher will target the broad audience already captured by previous best- sellers Just Dance and Dance on Broadway. “We are planning on
spending big this Christmas on our key dance titles,” said Ubisoft’s group marketing manager Mark Slaughter. “Just Dance 2 and Michael Jackson: The Experience will be supported by significant above-the-line spends, as well as strong trade marketing activity.
Michael Jackson: The Experience and Just Dance 2 will get TV advertising
“With Just Dance and Dance on Broadway, we saw great elasticity to TV advertising so with a strong TV buy planned
Square Enix Europe’s Ichimura says the firm’s new range of figures will spice up retailers’ displays
products are already available in HMV and Forbidden Planet. Ichimura reckons the items spice up retail displays, and are perfectly suited to the passionate audiences that flock to Square Enix’s many
Ubisoft spends big on Christmas dance line-up
including X Factor spots, we expect a similar reaction. “Both titles deliver a great gameplay experience. Through this high awareness and trial- driving activity, we hope to maintain our leading position in this market.”
Ubisoft is confident the popularity of its dance titles will increase this Christmas. “We have been delighted with the performance of Dance on Broadway and Just Dance over the summer months and expect the market to ramp up as we come into the Christmas period,” said Slaughter. Ubisoft: 01932 578000
franchises such as fans of the Final Fantasy series.
The Square Enix Products label is also sponsoring a new Japanese celebration and culture expo, Hyper Japan, to further raise awareness.
In addition, Square Enix plans to make figures based on Eidos’ range of gaming properties such as Lara Croft and Hitman, Ichimura added. Square Enix: 0208 636 3000
UBER’S BOLD BATMAN POS
Creative agency Uber has teamed up with Warner Bros to produce a range of eye-catching POS materials for Batman: The Brave and the Bold. The game hits shelves today (Friday, September 24th) and is supported by face masks, posters, cubes and wobblers.
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